1. Product quality, service, and price where the 3 factors identify as being major determinants of a customer's perception of value. Contrast the value formula you would use if a: You are interested in purchasing a lunch that you needed to consume in 10 minutes and be: you wanted to enjoy a leisurely dinner with someone with whom you are romantically involved. Would the matter in which you evaluate value remain constant? What are the implications of your answer to revenue managers in the hospitality industry? 2. In this chapter you learned that a buyer's perception of benefits to be received can be viewed as the same as that buyer's expectations. Consider a time when a purchase you made did not meet your expectations. At the time, did you hold yourself or the seller responsible for your dissatisfaction? What specific steps could the seller have taken if it wanted to remove the disappointment you felt as a result of your purchase